introductory pg lecture - how to make your customers convert better

Gareth DunlopFounder & CEOFathom_028 9099 2992gareth@fathom.prowww.fathom.pro

1.Briefly about Fathom

We are a user experience consultancy who work with organisations and agencies to improve online performance.

We help our customers build exceptional online experiences for their customers using analytics, direct user feedback and established design best practice.

Briefly about Fathom

2.Winning website personalities

71%

Welcome to

CEOs Welcome MessageThank you for visiting Google. We hope that you enjoy visiting our website. We have a range of exciting products and services for you to enjoy, including search, image search, blogging tools and email. Please don’t hesitate to get in touch for more information.

We are VERY VERYrich gentlemen indeed!

Seriously! We own you.Get used to it.

$20bn eachThat’s right $20,000,000,000Did you count those zeroes?All ten of them … beautiful

© G

erry McG

overn

© G

erry McG

overn

3.Living in an experience-driven world

4.Know your customers

the children the children will someone please think about the children!

the customer the customer will someone please think about the customer!

the user the user will someone please think about the user!

the reader the reader will someone please think about the reader!

“If I had an hour to solve a problem I'd spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.” Albert Einstein

5.What matters to the user?

FOCUS!

self actualisation

self esteem

social belonging

safety and security

physical survival

MASLOW’S HIERARCHY OF NEEDS

self actualisation

regular updates

relevant content

easy navigation

quick download

NIELSEN’S HIERARCHY OF NEEDS

at least 200 peoplelot of people touching the site

their own vested interestsInteractive Marketing do their own thingAAdvantage team runs their own section

lots of tentacles lots of interestswe could say "no" if we changed

endless approval cycles, revisions and re-reviews

6.A task-focusedapproach to design

how we view our websites

how our customers view our websites

how our customers view our websites

7.A task-focusedapproach to design

© Gerry McGovern

© Gerry McGovern

© Gerry McGovern

the children the children will someone please think about the children!

the customer the customer will someone please think about the customer!

the user the user will someone please think about the user!

the reader the reader will someone please think about the reader!

Gareth DunlopFounder & CEOFathom_028 9099 2992gareth@fathom.prowww.fathom.pro